ANALYSIS OF SERVICE QUALITY ON SHOPEE CUSTOMER SATISFACTION IN BANDA ACEH

The exponential proliferation of digital technological infrastructures has catalyzed the substantial expansion of the e-commerce sector as a predominant transactional modality. Shopee, recognized as a preeminent digital marketplace within the Indonesian digital ecosystem, provides sophisticated accessibility, extensive operational reach, and transactional optimization for its user base. Notwithstanding, persistent service quality concerns persist, particularly within the Banda Aceh geographical context. These critiques predominantly encompass service responsiveness and logistical delivery temporal parameters, which significantly influence customer satisfaction dynamics. The empirical data underwent rigorous statistical analysis to elucidate the intricate dynamics of Service Quality and Customer Satisfaction within the e-commerce ecosystem. Quantitative findings reveal that Shopee's Service Quality demonstrates a statistically significant correlation with customer satisfaction among Banda Aceh's consumer demographic. Specifically, the responsiveness and reliability dimensions emerge as pivotal determinants influencing customer satisfaction trajectories. These dimensional insights potentially constitute a strategic framework for augmenting customer satisfaction and cultivating long-term consumer loyalty. The research aims to generate actionable recommendations for Shopee, facilitating targeted service quality optimization aligned with region-specific consumer expectations in Banda Aceh.